728 × 90Leaderboard
The classic desktop strip across the top of a page or between sections of content. It is eight times as wide as it is tall and read in one sweep from logo to button, which rewards short, direct copy.
Specs
| Size | 728 × 90 pixels |
|---|---|
| Aspect ratio | 8.09:1 |
| Shape | Strip |
| Runs on | Display networks and ad servers |
| Safe zone | 6 px from every edge |
| Smallest text | 10 px for text and buttons, 14 px for headlines |
| Static file | Up to 150 KB |
| Animation | HTML5 or animated GIF, up to 15 seconds |
| Spec source | support.google.com, checked Oct 16, 2026 |
Where it runs
| Package | Delivers |
|---|---|
| Google Ads · HTML5Specs checked | JPG or PNG, up to 150 KBHTML5 ZIP with clickTag, ZIP up to 600 KB |
| Google Ads · imagesSpecs checked | JPG or PNG, up to 150 KBAnimated GIF, up to 150 KB |
| Campaign Manager 360 · DV360Specs checked | JPG or PNG, up to 150 KBHTML5 ZIP with clickTag, ZIP up to 9,500 KB, backup image |
| AdformSpecs checked | JPG or PNG, up to 150 KBHTML5 ZIP with clickTag, up to 300 KB unpacked, backup image |
| XandrSpecs checked | JPG or PNG, up to 150 KBHTML5 ZIP with clickTag, backup image |
| IAB HTML5Specs checked | JPG or PNG, up to 150 KBHTML5 ZIP with clickTag, ZIP up to 150 KB, backup image |
File size
| Still image | Up to 150 KB |
|---|---|
| HTML5 package | 150 KB to 9,500 KB, depending on the package |
| Animated GIF | Up to 150 KB |
- Cut the number of images before their quality: one strong photo weighs less than three.
- Sizewright subsets the fonts to the letters a banner uses and steps image quality down until each package fits its limit.
- In animated GIFs Sizewright merges held frames and keeps the photo still when a limit needs it.
Design rules for 728 × 90
What works
- One reading line from left to right: logo, headline, button. There is no room for a second line of copy, so the engine leaves the subline out.
- Keep the headline to five or six words. If it needs more, the message is too long for a strip.
- Use a slice of an image rather than a whole scene: a product, a texture or a detail that still reads at strip height.
- Give the button its own place at the end of the line, as tall as the text beside it.
- Expect the banner beside the content the visitor came for: one message and a clear button, readable in a second.
Common mistakes
- Shrinking a square design into the strip until nothing can be read.
- Stacking two lines of small text instead of cutting the copy.
- A logo so small it turns into a smudge.
- Copy that only makes sense once the landing page is open.
Made in this size
Velo Atelier, Full Bleed · See the whole set
Maison Lumière, Product Stage · See the whole set
Fjordline, Device · See the whole set
Noordkaap, Offer Block · See the whole set
Velo Atelier, Product Stage · See the whole set
Maison Lumière, Quote · See the whole set
Noordkaap, Event · See the whole set
Fjordline, Split Field · See the whole set
Maison Lumière, Frame · See the whole set
Noordkaap, Type Forward · See the whole set
Velo Atelier, Listing · See the whole set
Noordkaap, Mosaic · See the whole set
Halden & Rye, Listing · See the whole set
Werfkracht, Split Field · See the whole set
Fjordline, Statement Logo · See the whole set
Questions about the 728 × 90
Where is the 728 × 90 used?
The classic desktop strip across the top of a page or between sections of content. It is eight times as wide as it is tall and read in one sweep from logo to button, which rewards short, direct copy.
What size is a Leaderboard banner?
A Leaderboard is 728 × 90 pixels, an aspect ratio of 8.09:1. Sizewright composes it at exactly that size and also exports a version at twice the size for sharp screens on websites and in emails.
How large can a 728 × 90 file be?
It depends on where it runs. Google Ads · HTML5 (JPG or PNG, up to 150 KB; HTML5 ZIP with clickTag, ZIP up to 600 KB), Google Ads · images (JPG or PNG, up to 150 KB; Animated GIF, up to 150 KB), Campaign Manager 360 · DV360 (JPG or PNG, up to 150 KB; HTML5 ZIP with clickTag, ZIP up to 9,500 KB, backup image), Adform (JPG or PNG, up to 150 KB; HTML5 ZIP with clickTag, up to 300 KB unpacked, backup image), Xandr (JPG or PNG, up to 150 KB; HTML5 ZIP with clickTag, backup image), IAB HTML5 (JPG or PNG, up to 150 KB; HTML5 ZIP with clickTag, ZIP up to 150 KB, backup image).
Can a 728 × 90 banner be animated?
Yes. Sizewright animates it as HTML5 with a clickTag and as an animated GIF, kept to 15 seconds so it passes the stricter limits, and a still image always comes with it.
How do I design for the 728 × 90?
Four or more times as wide as it is tall. It sits above, below or between content and is read in one glance. One reading line from left to right: logo, headline, button. There is no room for a second line of copy, so the engine leaves the subline out. Keep the headline to five or six words. If it needs more, the message is too long for a strip. Use a slice of an image rather than a whole scene: a product, a texture or a detail that still reads at strip height. Give the button its own place at the end of the line, as tall as the text beside it. Expect the banner beside the content the visitor came for: one message and a clear button, readable in a second.
Create a 728 × 90 set from your brand
Paste your website address. Sizewright reads your brand and composes this size with every other format of the campaign.